In a study of over 50 countries, Australia’s global brand has been ranked as ninth in the world.
And while that’s not number one, it’s still pretty good. But first things first, what actually is a brand ranking?
The brand ranking is a result of the Anholt-GfK Nation Brands Index study, which gives countries a Brand Index.
The Anholt-GfK Nation Brands Index helps countries governments, organisations and businesses not only understand and measure a national image and reputation, but ultimately build a strong one.
A brand ranking is based upon people, governance, exports, tourism, culture and heritage and investment and immigration – all combines to measure the power and quality of a country’s ‘brand image’. Check out this super helpful diagram:
To get the top 10 (and the other 40) rankings, GfK conducted 20,185 interviews online in 20 panel countries, which help measure global perceptions of each country.
Vadim Volos, GfK’s Senior Vice President of Social & Strategic Research, explained the purpose behind the Brand Index, according to Business Wire.
“Nations are able to influence global perception of their national brand by promoting positive aspects that drive up areas such as inbound tourism and investment.
“Our Nations Brand Index allows our clients to understand where – and why – their nation stands in terms of their current image, momentum and potential. And this in turn, shows them where they need to focus, to build an increasingly stronger nation brand,” he said.
The US fell from first place to sixth this year, and according to Professor Simon Anholt, who created the NBI study in 2005, it’s most likely a result of the government.
“The USA’s fall in the ‘Governance’ suggests that we are witnessing a ‘Trump effect’, following President Trump’s focused political message of ‘America First’,” he said.
Heres the full list of the 2017 rankings versus the 2016 rankings:
But whilst America is lacking in the ‘governance’ section of the survey, they’re coming second for exports and culture.
Meanwhile, Australia is ranked second for it’s friendly faces and fifth for it’s government.
Germany scored in the top five for all categories except tourism, and Canada had the top score for governance, people and immigration and investment.
We’re betting on Australia rising up the ranks in the future, though.